the bitterness of the goldenseal somehow intuitively transmits the effeciveness of this product at first taste. i had a long journey through many airports, and im pretty sure this product was a gigantic aid to the strngth of my immune system, during a vulnerable time. i drank it in water or fruit juice. Be careful not to overdo it, and make sure you are able to have access to plenty of food while using it, as the alcohol content is high.